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Marketing Strategy: A Decision Focused Approach

Orville C. Walker Jr., Harper W. Boyd. Marketing Strategy: A Decision Focused Approach Authors:Orville C. Walker Jr., Harper W. Boyd.
Publisher:McGraw-Hill Irwin
Year:2010
Serie:
Pages:384
Sizes:205x255
Price:4898 rub.
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Book Summary:
Marketing Strategy, 7e is a focused, succinct text which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing's cross/inter-functional relationships. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. The Seventh Edition helps students integrate what they have learned about analytical tools and the 4P's of marketing within a broader framework of competitive strategy. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.

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